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#SMX #24D @MichaelSteck
10-STEP LEGAL AUDIT
to protect your brand from fraud,
infringement, and data breach.
#SMX #24D @MichaelSteck
Intellectual Property – Creations of the Mind
VULNERABLE DATA
Inventions Literary and
Artistic Wor...
#SMX #24D @MichaelSteck
“Personal data is the new oil of the Internet
and the new currency of the digital world.”
– Meglen...
#SMX #24D @MichaelSteck
EXISTENTIAL THREAT
FRAUD:
IP, Copyright
protections
#SMX #24D @MichaelSteck
EXISTENTIAL THREAT
INFRINGEMENT
#SMX #24D @MichaelSteck
EXISTENTIAL THREAT
60 MILLION
PEOPLE AFFECTED
40 MILLION
PEOPLE AFFECTED
DATA
BREACH
#SMX #24D @MichaelSteck
2014 saw a ____ increase in
cyberattacks compared to 2013.
11% 23% 32% 48%
A QUIZ! - Cyberattack S...
#SMX #24D @MichaelSteck
The average estimated financial loss per
U.S. company from cyber attacks was
$____ million USD
$1....
#SMX #24D @MichaelSteck
McKinsey & Company estimates that cyber attacks
will slow the pace of technology and business
inno...
#SMX #24D @MichaelSteck
Juniper research estimates the average cost
of a data breach will exceed $_____ million
USD by 202...
#SMX #24D @MichaelSteck
10 STEP SELF-AUDIT
§  External Legal Protections
§  Internal Legal Protections
§  Breach Proced...
#SMX #24D @MichaelSteck
REGISTRATION1
AVAILABLE
TO ALL
® © TM, SM
#SMX #24D @MichaelSteck
CORE ONLINE LEGAL DOCS2
#SMX #24D @MichaelSteck
ENFORCEMENT3
DIRECT
INDDIRECT
#SMX #24D @MichaelSteck
ENFORCEMENT: DIRECT
Trademark Complaint Form
Authorization Form
DMCA Procedure
Cease and Desist Le...
#SMX #24D @MichaelSteck
ENFORCEMENT: INDIRECT
§ PPC – Advertising on your own IP
§ Protection through use – use it or lo...
#SMX #24D @MichaelSteck
ENFORCEMENT: EXAMPLES
#SMX #24D @MichaelSteck
CONTRACTS4
§  Independent contractors
§  Marketing agencies
§  Limited use resellers
#SMX #24D @MichaelSteck
OPERATIONS CONTROLS5
Privacy Policy Employment Policies
#SMX #24D @MichaelSteck
RISK ANALYSIS6
NEED TO KNOW –
DATA INVENTORY ANALYSIS
#SMX #24D @MichaelSteck
CRYPTOGRAPHY7
Data encryption
Information System Access
#SMX #24D @MichaelSteck
BREACH DETECTION ANALYSIS8
STATUTE
REVIEW
#SMX #24D @MichaelSteck
LITIGATION10
#SMX #24D @MichaelSteck
Any Questions?
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10-Step Legal Audit to Protect Your Brand From Fraud, Infringement, and Data Breach By Michael Steck

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats. PRESENTATION: 10-Step Legal Audit to Protect Your Brand From Fraud, Infringement, and Data Breach - Given by Michael Steck, @stecklaw, General Counsel - Avalaunch Media. #SMX #24D

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10-Step Legal Audit to Protect Your Brand From Fraud, Infringement, and Data Breach By Michael Steck

  1. 1. #SMX #24D @MichaelSteck 10-STEP LEGAL AUDIT to protect your brand from fraud, infringement, and data breach.
  2. 2. #SMX #24D @MichaelSteck Intellectual Property – Creations of the Mind VULNERABLE DATA Inventions Literary and Artistic Works Designs and Symbols Names and Images in Commerce
  3. 3. #SMX #24D @MichaelSteck “Personal data is the new oil of the Internet and the new currency of the digital world.” – Meglena Kuneva, European Consumer Commissioner New Intellectual Property – Personal Data
  4. 4. #SMX #24D @MichaelSteck EXISTENTIAL THREAT FRAUD: IP, Copyright protections
  5. 5. #SMX #24D @MichaelSteck EXISTENTIAL THREAT INFRINGEMENT
  6. 6. #SMX #24D @MichaelSteck EXISTENTIAL THREAT 60 MILLION PEOPLE AFFECTED 40 MILLION PEOPLE AFFECTED DATA BREACH
  7. 7. #SMX #24D @MichaelSteck 2014 saw a ____ increase in cyberattacks compared to 2013. 11% 23% 32% 48% A QUIZ! - Cyberattack Statistics 48%
  8. 8. #SMX #24D @MichaelSteck The average estimated financial loss per U.S. company from cyber attacks was $____ million USD $1.1 million $2.9 million $4.1 million A QUIZ! - Continued 2.9
  9. 9. #SMX #24D @MichaelSteck McKinsey & Company estimates that cyber attacks will slow the pace of technology and business innovation over the next few years and cost the economy as much as $____________ USD annually. $12 billion $19 billion $3 trillion A QUIZ! - Continued 3 TRILLION (yes, trillion)
  10. 10. #SMX #24D @MichaelSteck Juniper research estimates the average cost of a data breach will exceed $_____ million USD by 2020. $50 million $150 million $212 million A QUIZ! - Continued 150
  11. 11. #SMX #24D @MichaelSteck 10 STEP SELF-AUDIT §  External Legal Protections §  Internal Legal Protections §  Breach Procedures
  12. 12. #SMX #24D @MichaelSteck REGISTRATION1 AVAILABLE TO ALL ® © TM, SM
  13. 13. #SMX #24D @MichaelSteck CORE ONLINE LEGAL DOCS2
  14. 14. #SMX #24D @MichaelSteck ENFORCEMENT3 DIRECT INDDIRECT
  15. 15. #SMX #24D @MichaelSteck ENFORCEMENT: DIRECT Trademark Complaint Form Authorization Form DMCA Procedure Cease and Desist Letters Litigation
  16. 16. #SMX #24D @MichaelSteck ENFORCEMENT: INDIRECT § PPC – Advertising on your own IP § Protection through use – use it or lose it § SEO
  17. 17. #SMX #24D @MichaelSteck ENFORCEMENT: EXAMPLES
  18. 18. #SMX #24D @MichaelSteck CONTRACTS4 §  Independent contractors §  Marketing agencies §  Limited use resellers
  19. 19. #SMX #24D @MichaelSteck OPERATIONS CONTROLS5 Privacy Policy Employment Policies
  20. 20. #SMX #24D @MichaelSteck RISK ANALYSIS6 NEED TO KNOW – DATA INVENTORY ANALYSIS
  21. 21. #SMX #24D @MichaelSteck CRYPTOGRAPHY7 Data encryption Information System Access
  22. 22. #SMX #24D @MichaelSteck BREACH DETECTION ANALYSIS8 STATUTE REVIEW
  23. 23. #SMX #24D @MichaelSteck LITIGATION10
  24. 24. #SMX #24D @MichaelSteck Any Questions?

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